He’s not carrying Lacoste going forward (you can get them practically anywhere these days), “I like Fred Perry polos instead,” he says. “You don’t see these as much.”
Immediately Sid comes off as a southern gentleman. “Water? Beer?”
We take Negra Modelos. It’s a welcome escape from the Atlanta heat. He’s impeccably dressed too. Tie slightly askew, no break in his A.P.C jeans and sporting his brogues sock-less. Within minutes we’re talking shop and his sheer knowledge of menswear is impressive. What’s more impressive, he’s a really nice guy.
With stints at Ralph Lauren, Land’s End, J. Crew and Tommy Hilfiger, Sid is on to something...and it’s good. His men’s store is a reflection of his personal style. It’s essentially a haberdashery for a new generation. He carries an assortment of iconic pieces every guy should own while nurturing the wide-eyed anticipation of happening upon something you’ve never seen before. In addition to carrying his own label—Sid Mashburn, you’ll find Levi’s, A.P.C., Brunello Cuccinelli, Kiton, Sartorio, Edward Green, Caruso, Polo, Jack Spade, Ray-Ban, Persol and Globe Trotter luggage meticulously showcased.
Sid Mashburn is about relationships; relationships with their suppliers and, most importantly, their customers. This, and the Negra Modelo, is what keeps them coming back. They trust him.